TikTok is the go-to platform for beauty inspiration. Whether you’re looking for a new hair color, blush method or fresh take on your favorite manicure, there’s no shortage of content to choose from. But the benefits of the platform go beyond trends. TikTok is also the prime place for a beauty brand to go viral. A recent report from Spate and Yipitdata notes that out of all beauty categories, hair care is currently experiencing the most visible disruption from virality-driven brands on TikTok. With before-and-after content, quick tutorials and creator testimonials that highlight ease of use and professional-level results at home, brands are leveraging their position on the app to create a loyal consumer base. The power of TikTok is undeniable, but as Spate’s report notes, virality isn't just about visibility—it's a powerful retail strategy. Accessible pricing, striking visuals and strategic influencer seeding make these brands stand out in the sea of mainstream companies.
https://www.tiktok.com/@karseellcollagen/video/7380043021347474734?lang=en
Wavytalk
Wavytalk first captured audiences with their unique thermal brush—a tool that combined hot rollers and the round-brush styling method. It created a new approach for achieving bouncy blowouts that required half the arm work and even less time to recreate. The results weren't just dramatic, they were camera-ready and made for TikTok reveals. Since their thermal brush debut, Wavytalk has released a series of hot tools that blend innovative design and salon-quality results. From the Sleek Sweep steam styler ($40) to their Cool Curl iron ($50) and their signature tools, it's easy to see why the brand has become a household name for celebrity stylists and TikTok users alike.
Karseell
You may not know Karseell by name, but you've likely seen their videos of the brand's viral collagen hair mask before. In each, tangled matted hair gets a dollop of the mask before being plunged several times into a bowl of water to reveal smooth, shiny and tangle-free hair. With over 77.2B views and an increased year-over-year growth of 211.6M on TikTok, the brand has quickly become one to watch. But it's not just TikTokers who have turned Karseell into a viral success. According to Spate, it has also emerged as a standout brand in Amazon's hair mask category, outperforming legacy brands like Moroccanoil and trendy ones such as Olaplex.
Tymo
Tymo's curling irons are known for their ease and perfection. Take the Tymo Curl Go, a one-button curler that delivers effortless spirals in just a few seconds. With celebrity endorsements and viral videos, the brand is one of the few that stands toe-to-toe with Wavytalk. Data from Spate shows that Tymo has the largest year-over-year growth percentage of 575.6 percent with a 91.0M increase.
CurlPro
Rovy Compact
Color Wow
Color Wow remains a strong contender in the hair-care industry, thanks to its high-quality styling products. Whether you're aiming for glass hair or bombshell-level volume, you'll find a styler to help you achieve your goals. Dramatic results, such as glossy strands, luscious curls and high shine finishes have kept the brand buzzing on TikTok. According to Spate's report, Color Wow's views on the platform are consistently high, reaching upwards of 7.2B.
